|Begins:||Tuesday, October 7, 2014 at 9:00am|
|Ends:||Tuesday, October 7, 2014 at 2:30pm|
708 Third Avenue (between 44th and 45th Streets)
New York, NY 10017
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. MERZ PHARMACEUTICALS: BECOMING YOUR AGENCY'S FAVORITE CLIENT (10:00 – 11:00AM)
Jessica Wright, Director of OTC Marketing – Merz Pharmaceuticals has a very strong point of view on how important it is to build your brand by making sure you are your agency's favorite client. For their Mederma Brand, Merz Pharmaceuticals will share how they have achieved great marketplace results through a strong agency relationship by:
- Managing the pitch process
- Celebrating through a marriage proposal and anniversary
- Keeping the marriage strong through team building and chemistry building
- Sharing secrets to having a productive relationship and how that ties to business results
Jessica Wright, Director of OTC Marketing – Merz Pharmaceuticals
Sarah Hanson, Chief Growth Officer – Partners + Napier
II. PATENT TROLL LIABILITY IN CLIENT/AGENCY CONTRACTS (11:15AM – 12:15PM)
Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms whose sole business is to buy up patents and then go after companies for patent infringement, costing those companies millions of dollars in fees in order to avoid paying even more to defend themselves in court. In the advertising space, patent trolls have been increasingly in the news. This has caused considerable debate between agencies and marketers around the topic of patent troll indemnification / liability. In order to more clearly understand how marketers currently handle the risks associated with patent infringement in their agency contracts, ANA members were recently surveyed and results will be shared at this meeting.
Bill Duggan, Group EVP – ANA
LUNCH (12:15 – 1:00PM)
III. INCREASING ROI WITH PROGRAMMATIC (1:00 – 2:00PM)
Programmatic, data-driven media buying is transforming digital advertising and has the potential to substantially increase ROI for advertisers. However, as practiced today, many marketers find that programmatic is largely failing to live up to its potential. In this session, Michael Greene, Director of Research – Audience Science will discuss why limited transparency and uncertain data ownership are hampering advertisers' ability to succeed with programmatic and how advertisers can best work with their agencies and technology providers to take back control.
Michael Greene, Director of Research – Audience Science
IV. TOPICS FOR FUTURE AGENCY RELATIONS COMMITTEE MEETINGS (2:00 – 2:30PM)
In this session, members will be asked to share input on topics for future ANA Agency Relations Committee meetings.
Bill Duggan, Group EVP – ANA